4/7/11: CTID Meeting Minutes - Coronado Tourism Improvement ...

Other discussion points:a) The CTID could enter into vendor agreements that extend beyond an existing term of theCTID but the agreement should reflect contingency verbiage should City Councildiscontinue the proposed special services contract.b) The CTID may shift to a calendar year in the future to reflect the timing of grants tocommunity groups.c) The City would not intervene to CTID programs as long as the projects were lawful,budgeted and approved by the Advisory Board’s legal counsel.d) The Advisory Board would remain intact to serve the City. It would also become theBoard of Directors for the new non-profit entity.e) There would be no change to the current assessment. If the plan is approved, eachassessed hotel will receive notice from the City so the current assessment structureremains “as is.” Should a hotel object, they may do so at the Public Hearings.f) Board Members were encouraged to meet with Councilmembers to personally discussthis new strategy and its advantages.The CTID Advisory Board unanimously approved the revised plan.5. Annual Report. The Administrator reviewed the Annual Report that will be presented tothe City Council on May 3 rd . While the Report outlines programs, services andaccomplishments of the previous year, the Service Plan identifies the scope of work thatremains and the tactical plan to complete it.The accomplishments include:a) CTID PR efforts contributed to 7% increase in hotel occupancy since Octoberb) 10% increase in assessments collected by the CTIDc) 14% increase in local business during February (15% in March)d) $12,000 given in community grantse) Contemporary logo created for local Coronado business marketingf) CTID is self-sufficient, did not use any of $250,000 line of credit from City.The projected budget for FY 11-12 is not finalized because the CTID has not approvedany proposals to continue its partnership with San Diego Convention and VisitorsBureau. In May, the Advisory Board will evaluate the achievements of theAdministrator, which will finalize that budget line. At this time, each of these budgetlines is padded to reflect the maximum expense. Each will be adjusted as necessary:Budget discussion points:a) The FY 11-12 budget reflects a projected 5% increase in assessments over current year($488,000.) At this time, assessments for FY 10-11 are expected to reach $465,000.b) The projected budget for ConVis is $300,000 (approximately $175,000 for hotelmarketing, $75,000 for PR and $50,000 for strategic planning.)

c) Projected investment in local marketing dollars was doubled to $70,000d) Community grants were increased by 60% to $20,000e) The annual cost of running the new entity is projected to be $17,000 (insurance, legal)f) $25,000 was budgeted for both contingency and reserves. Contingency budgets areavailable for short-notice opportunities. Reserves buffer emergency expenditures.g) The initial CTID budget should be included in the Report.h) Board Members who represented a community group should share CTID documents sothere is time for evaluation.i) For those unfamiliar with industry terms, media impressions should be changed to“views”j) The Board clarified their interest in evaluating the need for satellite Coronado VisitorCenters in both San Diego and at Coronado Ferry Landing.k) The Administrators budget line for expenses and operational costs should be separatedfrom salary.l) The Chairman and Administrator will prepare a PowerPoint for the presentation of theAnnual Report and Service Plan May 3 rd , 2011.With these change The Annual Report was unanimously approved.6. Incorporation. In March, the Board approved up to $7,000 for Civitas to supervise thedistrict conversion of the CTID (under the 1994 law.) Because that plan was revised, acontingency in the agreement allows that budget to be used for the process ofincorporating the CTID, two personal meetings with Civitas, their administrative costs($6,405.) The fees to file the documents (including non-profit tax exemption forms) willbe about $915.Melanee Cardova of Civitas updated the CTID Board on the process of incorporation.She will direct the Articles of Incorporation in addition to composing the bylaws of thenew entity. She will work with the City and Administrator to collect the data she needs.The CTID will need to elect a Secretary and Treasurer for the new non-profit entity.Because it takes up to 8 weeks to incorporate, Civitas will begin the process now, prior tothe presentation to City Council. This will allows a seamless transition on June 30 th , ifthe CTID is approved under the proposed plan. Former Councilmember Monroebelieved this would not seem presumptuous to the Council. If the CTID is not extendedor another route is taken, only a $45 registration fee would be lost (in addition to the costof Civitas.)The CTID Advisory Board unanimously approved this plan.7. Adjournment. Meeting was adjourned at 3:35 pm.